图书简介

Preface \\ About the Author \\ Chapter 1. Marketing in an Entrepreneurial Context \\ Marketing: Defined \\ The Seven Steps in the Marketing Process \\ Why Marketing in New Ventures Is Different \\ Using Marketing to Discover and Satisfy Customer Needs \\ The 5Ps of Product-Based Ventures \\ The 8Ps of Service-Based Ventures \\ The Five Forces in the Entrepreneurial Marketing Environment \\ Environmental Scanning \\ Key Takeaways \\ Entrepreneurial Exercise \\ Key Terms \\ Chapter 2. Finding and Evaluating the Right Marketing Opportunity \\ Opportunities Can Be Recognized, Discovered, or Created \\ Characteristics of a Good Opportunity \\ Finding Marketing Opportunities: Where to Look \\ Veiled/Niche Opportunities \\ Evaluating Marketing Opportunities \\ Determining the Extent of the Opportunity: Making Some Market Estimates Using Voice of Consumer Feedback \\ Opportunities and Business Models \\ Key Takeaways \\ Entrepreneurial Exercise \\ Key Terms \\ Chapter 3. Using Marketing Research to Ensure Entrepreneurial Success \\ Marketing Research: Defined \\ Types and Methods of Marketing Research \\ Social Media as a Marketing Research Tool \\ Other Research Issues \\ Designing a Marketing Information System \\ Key Takeaways \\ Entrepreneurial Exercise \\ Key Terms \\ Chapter 4. Understanding Customers and Competitors \\ Understanding the Customer \\ Psychological Influences \\ Sociocultural Influences \\ Situational Influences and Marketing Mix Influences \\ Business Customers \\ Understanding Competition \\ Key Takeaways \\ Entrepreneurial Exercise \\ Key Terms \\ Chapter 5. Segmentation, Targeting, and Positioning \\ Market Segmentation \\ Ways to Segment Markets \\ Selecting Target Segments \\ Positioning \\ Perceptual Mapping \\ Key Takeaways \\ Entrepreneurial Exercise \\ Key Terms \\ Chapter 6. Developing New Products and Services \\ Types of New Products \\ Types of New Services \\ Characteristics of Successful New Products and Services \\ Reasons New Products/Services Fail \\ The New Product/Service Process \\ Adoption and Diffusion of New Products and Services \\ Managing Your Products/Services Over Their Life Cycles \\ The Iterative Approach to New Product/Service Development \\ Key Takeaways \\ Entrepreneurial Exercise \\ Key Terms \\ Chapter 7. Building and Sustaining the Entrepreneurial Brand \\ What Is a Brand and Why Is Entrepreneurial Branding Important? \\ Characteristics of a Good Brand \\ The Entrepreneurial Branding Process \\ Entrepreneurial Branding Strategies \\ The Importance of Brand Equity \\ Key Takeaways \\ Entrepreneurial Exercise \\ Key Terms \\ Chapter 8. Entrepreneurial Pricing \\ Three Pricing Parameters \\ Price-Setting Methods \\ Social Media Impact on Pricing \\ Entrepreneurial Pricing Best Practices \\ Key Takeaways \\ Entrepreneurial Exercise \\ Key Terms \\ Chapter 9. Entrepreneurial Channel Development and Supply Chain Management \\ Understanding Channels and Channel Options \\ Channel Drivers \\ Choosing a Channel Strategy \\ Three Channel Design Imperatives \\ Formalized Channel Arrangements \\ Supply Chain Management \\ Key Takeaways \\ Entrepreneurial Exercise \\ Key Terms \\ Chapter 10. Entrepreneurial Promotion: Doing More With Less! \\ The Role of Promotion \\ The Promotional Mix \\ The Integrated Promotion Plan \\ Key Takeaways \\ Entrepreneurial Exercise \\ Key Terms \\ Chapter 11. Social Media and Entrepreneurial Marketing \\ What Are Social Media? \\ A Look at Important Social Networks \\ Integrating Social Media Into New-Venture Strategies \\ Key Takeaways \\ Entrepreneurial Exercise \\ Key Terms \\ Chapter 12. The Entrepreneurial Marketing Plan \\ Difference Between the Venture’s Business Plan and the Venture’s Marketing Plan \\ The Critical Questions the Marketing Plan Must Address \\ The Anatomy of the Marketing Plan \\ Key Takeaways \\ Entrepreneurial Exercise \\ Key Terms \\ Appendix A—Sample Entrepreneurial Marketing Plan \\ Index

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